WorkGraphic Design

Boundless crafts premium packaging for new Beefeater Gin brand

Branding agency Boundless has helped Beefeater launch into the RTD (ready-to-drink) market, with new products London Dry Gin & Tonic and Pink Strawberry Gin & Tonic.

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Two hands holding cans of Beefeater Pink Strawberry Gin & Tonic against a pink patterned background, with a person in red clothing visible on the right

The popularity of Beefeater flavoured gins has been on the rise globally, and the brand now accounts for 10 per cent of all alcohol sold nationwide in Australia. The new drinks needed to come across as authentic and appeal to the premium gin drinker.

The high-end packaging crafted by Boundless harnesses bespoke illustrations that are on-trend in terms of colour and design, creating a synergy with Beefeater's core branding. “Within an increasingly popular category, this new packaging is both visually vibrant and bold, standing out and capturing attention," says Boundless' founder and creative director Hamish Shand.

"Taking our 200-year heritage, our world's most-awarded gin, and putting it in a can that is relevant for this consumer was always going to be a challenge," says Jason Whalley, global marketing manager, Pernod Ricard Gin Hub. "The team at Boundless cracked it, delivering standout on shelf, cue refreshment and appetite appeal, whist remaining premium and true to brand."

Beefeater London Dry Gin and Tonic ready-to-drink can with red branding and botanical illustrations on silver background
Beefeater Pink Strawberry and London Dry Gin & Tonic cans in a floating composition against a pink background, featuring illustrated botanical details and the brand's signature red figure logo
Beefeater Pink Strawberry Gin & Tonic ready-to-drink can with red label featuring strawberry illustrations on a pink background
Beefeater London Dry Gin and Tonic cans lined up in receding perspective, displaying red lettering and botanical illustrations on grey backgrounds
Two people smile while holding Beefeater ready-to-drink gin cans on a rooftop terrace with green foliage and city buildings in the background
Close-up of a Beefeater Pink Strawberry Gin and Tonic can against a pink background showing the label design
Person in denim holding a can of Beefeater London Dry Gin and Tonic on a rooftop with buildings in the background
Beefeater London Dry Gin & Tonic and Pink Strawberry Gin & Tonic ready-to-drink cans arranged on a grey background, featuring illustrated botanical designs and the brand's iconic red figure logo
Two young women smiling outdoors whilst holding cans of Beefeater Pink Strawberry Gin & Tonic, with a house visible behind them
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